Part 2/9:
When Under Armour first signed Curry in 2013, it was seen as a strategic move to propel the brand into basketball dominance, challenging bigger players like Nike and Adidas. Curry’s popularity and the success of his signature sneakers—culminating in the launch of the Curry Brand—initially made it a lucrative endeavor. At its peak, the Curry Brand was reportedly earning around $20 million annually, with Curry himself earning roughly $20 million per year from endorsements—a significant sum, especially for a brand still fighting for footing in the sneaker industry.